Advanced Television

Third of viewers spend ad breaks online

January 19, 2015

UK marketing technology company, Rocket Fuel, studied the lift in ad impressions they saw on Christmas day during the ad breaks of the most popular TV shows of the day.

The Coronation Street Christmas Day episode was the most popular commercial TV programme of the day with 6.41 million tuning. Rocket Fuel, utilising data provided by Teletrax, estimates there was a 31 per cent increase in mobile device activity among viewers during the ad breaks of the popular soap and just over 2 million ads were served to viewers during the ad breaks.

The Queen’s Speech was the most popular show overall with slots on BBC and ITV resulting in 7.82 million viewers, however as soon as it was finished Rocket Fuel estimates that 22 per cent of viewers picked up their phones and tablets and jumped online.

Viewers in Edinburgh were clearly even keener to jump online after the monarch’s festive delivery with 58 per cent heading onto their favourite websites and social media networks once she’d wrapped up. There was no increase in the number of Londoners connecting to the Internet following the Queen’s speech. Perhaps Londoners were offline or maybe they were already surfing the net throughout the speech.

Categories: Advertising, Articles, Consumer Behaviour, Mobile, Portable Media, Research